This fully integrated campaign challenges 18-24 year olds to think about the consequences of drinking to excess on a night out. We didn’t want to tell them what to do, so we asked a question, leaving our audience to decide for themselves what kinds of behavior they consider acceptable.

The question: ‘You wouldn’t start a night like this, so why end it that way?’ was at the heart of all the work, from the TV spots, press and radio to a fake fashion store in Covent Garden.